The archive · Work & Ways of Doing · Operational decision · 1996–2010
Shell's GameChanger: a peer fund that gets any employee's radical idea money fast (1996)
Shell gave a small autonomous panel $20M to fund radical ideas from any employee, judged on novelty and a cheap test plan rather than rank or success odds.
Royal Dutch Shell
What it had to solve
Shell's Exploration & Production division was missing its earnings targets in 1996, and research money had been pulled into the short-term needs of operating units — radical, long-horizon ideas went unfunded. Research director Tim Warren concluded the bottleneck was not ideas but capital and authority: employees had no fast way to get money for something that broke the rules.
How it works
Shell's Exploration & Production division faced an innovation deficit in 1996: research spending had been pulled toward the immediate needs of operating units, so long-horizon, rule-breaking ideas starved even though earnings targets demanded new businesses. Research director Tim Warren reasoned that a global company full of scientists and engineers was not short of imagination — it was short of money and authority attached to unconventional ideas.
The answer, launched in November 1996, was a separate fund of around $20 million run by a small panel of free-thinking employees. Any employee could pitch: ten minutes of presentation, fifteen of questions, then a decision. A fail-safe required the panel, before rejecting an idea, to weigh what Shell would lose if the proponent was right. Passing ideas got money in eight to ten days — about $100,000 on average, up to $600,000 — for a cheap proof-of-concept. Early submissions were scarce, so an Ideation Lab helped 72 employees produce 240 ideas in two days and seed twelve projects.
GameChanger matured into a formal pipeline: screening panels granted small grants to sharpen proposals, then diverse extended panels — always including a customer perspective — judged ideas on long-term value, novelty, why Shell was the right owner, and whether a step-wise plan could cheaply resolve uncertainties. Success probability was deliberately not a criterion, and expert advice was weighed but not binding. Proponents ran projects like mini-venture CEOs through staged funding, tollgates and close-out panels; a surviving project cost about $500,000 over two years.
The results convinced Shell that the process worked: by 2000, four of Shell's five largest growth initiatives of 1999 traced back to GameChanger, and about a quarter of funded ventures had transferred into operating units. By 2010 the program had screened more than 3,000 ideas, graduated over 200, and seen roughly half of those graduates become technologies Shell actually deployed. It had also opened its website to outsiders, with 50–60% of submissions still coming from employees.
Why it lands
- Money and authority were separated from the line hierarchy: any employee could pitch to a panel that could genuinely say yes, so radical ideas no longer needed a manager's sponsorship.
- Fast, small bets created evidence: funding in eight to ten days at $100,000 average let an idea be tested cheaply instead of argued to death in slides.
- The judging rules favored novelty: success probability was not a criterion, and the fail-safe asked what Shell would lose if the proponent was right.
- Peer diversity kept orthodoxy out: extended panels included a customer perspective and non-binding expert advice, so the team could invest against the consensus.
- A separate budget protected long-horizon work from short-term operating pressure, which is why the program survived for nearly fifteen years.
What it did
By 2000 GameChanger had drawn several hundred employee proposals; about a quarter of funded ventures found permanent homes, and four of Shell's five largest growth initiatives of 1999 had come out of the process. By 2010 more than 3,000 ideas had been screened and over 200 had graduated, roughly half of them ending up as technologies Shell actually used — including biofuels and Swellfix.
What you can take
Radical ideas die in big firms not from lack of imagination but lack of authority: separate budget, peer panels that can say yes fast, and a fail-safe that asks what you lose if the idea is right.
Since then
GameChanger endured where most incubators fail: by 2010, after nearly fifteen years, it ran about 50 active and 50 maturing projects, had raised its risk appetite, and planned to lift clean-tech and future-energy work from under 10% to 25–30% of its portfolio. Shell's leaders credited the survival to a dedicated team, separate budget, autonomous authority and executive sponsorship. Gary Hamel, who helped redesign the program, used it as proof that a century-old oil major could import Silicon Valley's permission to break rules — the process outlived the earnings problem that created it.
Sources
spotted an error? The archive wants to know.
Your turn
You just read one. Describe the brief you are staring at, and see who has been given the same problem.
Free account · 3 free questions · no card